Connective Packaging Technologies Are Poised to Take the CPG World by Storm
Published November 12, 2019
Thanks to evolving technologies like smartphones, FitBits, A.I. home helpers, and more, Americans have never been more connected. The value of connectivity has moved beyond social communication and ecommerce and is being embraced by the CPG and packaging automation worlds—through the concept of connective packaging technologies.
The connective packaging technology interface has opened up a new world of possibilities. Offering brands a chance to learn more about consumer needs, connective packaging technology can show how buyers use products, provide a way to educate on product capabilities, and collect valuable consumer data.
Though connective technology is still relatively new, it’s expected to help lead the CPG industry into the digital future. To embrace this modern age, it’s vital to understand precisely what connective packaging technology entails and how manufacturers and brands can use it to their advantage.
What Is Connective Packaging Technology?
Ayed Katrangi, Senior Product Manager of Automation and Digitalisation at SIG, defines connective packaging technology as digitally integrated packaging used to improve brand image and recognition. This type of technology can ultimately ensure better supply chain quality and control. At its most basic, connective packaging technology provides a way for companies to turn the physical packaging of goods into powerful brand interaction tools.
Leading Types of Connective Packaging Technology
Connective packaging technology enables brands to introduce new product functions and user experiences. Not only does this increase the value of certain products, but it shifts the perception of power from brands to consumers, allowing increased access to business information and products. Here are some types of connective packaging to keep an eye on.
With applications far beyond gaming, augmented reality (AR) uses technology to superimpose virtual information onto products. Augmented reality offers groundbreaking applications in the packaging industry, and can be used to enhance packaging, improve branding, or stand out from the competition. Usually requiring little to no packaging alterations, AR technology can be added to any product with a simple QR code.
Quick Response codes (QR codes) were introduced in the mid-1990s and were one of the first technologies to link the real and digital world easily. Scannable through the camera of any smart device, QR codes often lead consumers to the product’s parent brand website. These sites offer a wealth of information on other products, recipes, applications, and even games. Trying to capitalize on the .56 cents of every dollar spent in physical stores that already link back to digital interactions, an increasing number of brands are adding QR codes to their packaging.
Near-field communication (NFC) is a short-range wireless connection that uses magnetic field induction to help devices communicate when they’re touched or brought close together. When the devices are “tapped,” they gain exclusive access to branded content, coupons, and other relevant information.
The Challenge of Connective Packaging Technology
As the three leading types of connective packaging technology become increasingly popular, it’s important to note not only the advantages of their implementation, but the potential roadblocks ahead as well.
While printed technologies are expected to have no effect on product recyclability, companies are still faced with the problem of sustainability. Although the use of 100-percent recyclable packaging is on the rise, connective packaging technology is used on the packaging of many plastic-based products. Efforts to reduce food-related waste are being taken seriously, but the increased use of still plastic-based connective packaging technology may pose a threat to these advancements.
What Connective Packaging Technology Means for Manufacturers and Brands
When it comes to new and emerging packaging trends, manufacturers are often the most skeptical regarding the potential ROI of adopting something new. Connective packaging technologies are no exception. If this trend is to have any lasting power, it must offer increased value to manufacturers, brands, and consumers alike.
For producers and manufacturers, adaptation is key. If you aren’t willing to think beyond what other manufacturers are currently doing, brands seeking to break into new and innovative CPG niches will overlook you. For brands, unlocking the potential of connective packaging technology requires patience and a deep understanding of shifting consumer needs.
Engage the Future with INSITE
As connective packaging technologies continue to evolve, it’s vital to have a packaging automation partner committed to growing with your company and providing education to the secondary packaging industry. At INSITE, our streamlined case sealer and case erector machines are designed to improve performance, remove extraneous parts, and eliminate the needless complexity found in other packaging equipment.
Trust your packaging machinery solutions to the right partner, so that you can focus on embracing technological changes in your industry with confidence. Contact INSITE today to learn more about how we can help equip your brand for packaging success.